PENGARUH KEMUDAHAN PENGGUNAAN, BRAND IMAGE, DAN LITERASI DIGITAL TERHADAP MINAT MENGGUNAKAN LAYANAN BANK DIGITAL MILIK BANK JAGO

Andreawan, Septa (2023) PENGARUH KEMUDAHAN PENGGUNAAN, BRAND IMAGE, DAN LITERASI DIGITAL TERHADAP MINAT MENGGUNAKAN LAYANAN BANK DIGITAL MILIK BANK JAGO. STIE Bank BPD Jateng. (Submitted)

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Abstract

This study aims to analyze the influence of ease of use, brand image, and digital literacy on the intention to use digital banking services owned by Bank Jago. The population in this study consists of Bank Jago customers in Semarang City. Using the theory of Technology Acceptance Model (TAM), the sampling technique used in this research is non-probability sampling with a purposive sampling approach, with a total of 100 samples. The variables of Ease of Use (X1), Brand Image (X2), and Digital Literacy (X3) have a significant and positive effect on the Intention to Use (Y) digital banking services owned by Bank Jago.

Item Type: Other
Additional Information: Penelitian ini bertujuan untuk menganalisis pengaruh kemudahan penggunaan, brand image, dan literasi digital terhadap minat menggunakan layanan bank digital milik Bank Jago. Populasi dalam penelitian ini adalah nasabah Bank Jago di Kota Semarang. Menggunakan teori Technology Acceptance Model (TAM), teknik sampling yang digunakan dalam penelitian ini dengan pendekatan non probability sampling, Jenis atau metode sampling yang digunakan adalah purposive sampling dengan jumlah sample sebanyak 100 sample. Variabel Kemudahan Penggunaan (X1), Brand Image (X2), dan Literasi Digital (X3) berpengaruh signifikan dan positif terhadap Minat Menggunakan (Y) layanan bank digital milik Bank Jago.
Uncontrolled Keywords: technology acceptance model (TAM), ease of use, brand image, digital literacy, intention to Use
Subjects: H Social Sciences > HB Economic Theory
H Social Sciences > HG Finance
Divisions: Faculty of Law, Arts and Social Sciences > School of Management
Depositing User: Wisudawan S1
Date Deposited: 05 Sep 2023 05:51
Last Modified: 05 Sep 2023 05:51
URI: http://eprints.stiebankbpdjateng.ac.id/id/eprint/1467

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